Hugo Boss brings in marketing expert from JD Sports

By

Rüdiger Oberschür

Published
Dec 15, 2022

Hugo Boss has appointed Nadia Kokni as senior vice president of global marketing. Kokni will start in her new role at the beginning of the year and succeeds Miah Sullivan.

Kokni has many years of marketing experience, working for brands including Tommy Hilfiger, H&M and Adidas. Most recently, the British executive held the post of global group marketing director at JD Sports Fashion, with a particular focus on addressing young target groups.

This aspect was probably the decisive factor for Hugo Boss in bringing her on board. Since the brand's collaboration with Russel Athletics and numerous other projects, Gen Y, Z and Alpha have have been the brand's top priority.

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Miah Sullivan had already started engaging the younger generations with the events in Milan and Dubai, among others. She is now leaving the company to set up her own agency, Brand Heat, together with Trey Laird, founder, CEO and chief creative officer of Laird+Partners.

However, Sullivan will continue to work closely with Hugo Boss through an already arranged cooperation between the Metzing-based company and her new agency. Trey Laird and Miah Sullivan have been the co-architects of Boss and Hugo's landmark campaigns, which have underscored the company's global realignment since May 2021. 

"Miah has been a key player in repositioning us in the global fashion market and has also been instrumental in the new "social first" approach within our campaigns," says CEO Daniel Grieder. "We look forward to continuing our close collaboration and wish her all the best for the upcoming new project. At the same time, we are very pleased that Nadia Kokni is joining Hugo Boss," says Grieder. "With her extensive experience at several global fashion companies, she will help us further increase our brand relevance and become one of the top 100 brands worldwide."